Case Study: Dermalogica achieves a pandemic-proof influencer product launch and $3.6M EMV with CreatorIQ

Dermalogica Plans and Evaluates a Pandemic-Proof Product Launch Event With Tribe Dynamics

Dermalogica faced a COVID-era challenge: how to launch its Hydro Masque Exfoliant in September 2020 and build product and brand awareness without a traditional in-person event. To understand influencer preferences and plan a safe, engaging activation, Dermalogica worked with CreatorIQ, using tools like Brand Buzz to listen to content creators and surface top Earned Media Value (EMV)-driving mentions.

CreatorIQ helped Dermalogica pivot to a drive-in movie and socially distant masterclasses plus a livestream, and used Campaigns to capture and benchmark resulting content in real time. The activation inspired 124 posts generating $432k EMV, contributed to a $3.6M total EMV for September (62% YoY growth), and saw the Hydro Masque Exfoliant drive $953.7k EMV from 239 influencers; CreatorIQ’s tracking also enabled separate measurement of the in-person and remote efforts and secured press coverage.

Dermalogica

Allee Goldberg

Manager, Influencer Communication